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来源:baiyundou.net   日期:2024-08-05

文|烧脑广告(shukewenzhai)

是的,11月底UC网盘联名电影《蜡笔小新:新次元!超能力大决战》,推出了全新的家庭空间。正如蜡笔小新的经典台词“你回来了”,风起云涌的个人云储存行业,似乎也迎回了一位「全新的故人」。

01

跨界联名不是年轻专属

在跨界联名与IP合作屡见不鲜的时代,茶饮品牌面向年轻人极度内卷地不断推出「联名爆品」,而UC网盘作为云储存工具推出的小新联名却转而顾及起了「中坚青年」,甚至有孩家庭人群——原来,会玩、跨界并不是年轻人的专利。

往往所谓“传播代沟”不过是不同年龄层社交语言的不同,正如“躺”文化无法完全理解“卷”文化背后一代人的家庭责任感一样。但UC网盘似乎发现了 “谐音梗”通用性。奈雪小新联名大热在前,UC网盘的广告片没有被电影宣发的素材限制,反而抓取了家庭生活里的趣味日常,以“小心”和“小新”的谐音梗趣味召唤出小新联名的全新家庭空间。最妙的是每个“小心”场景素材的选择,既展现了家庭的欢乐瞬间,又没有触发“小心”的危险联想,还以记录定格的方式关联了家庭存储的产品身位。

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02

跨界联名要回归产品

说到蜡笔小新。其实,IP不是品牌,是文化,而文化形成了用户记忆,用户记忆又转为了情感联想。蜡笔小新作为国民级的动漫IP,粉丝受众以80~90后为核心,男女比例均衡,其文化内核正是“爱与家庭”。由此可见,UC网盘此次联名的清晰洞见——同款蜡笔小新的家庭空间,同款蜡笔小新的幸福家庭。

用幽默的态度对待现实,这是UC网盘此次联名活动海报的创意核心。略带冒犯的文案在蜡笔小新全家五口(野原广志、野原美伢、野原新之助、野原向日葵和小白)的形象下有了别样的幽默与共情感,特别是野原广志和蜡笔小新,一定程度是上说出了UC浏览器和UC网盘的绝大多数男性用户的心声,而UC网盘全「新」家庭空间的产品功能,给了每个「家庭人」一个理由。

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03

跨界联名传播尽管「出格」

「疯批」文化流行,不仅网友「造梗发疯」,品牌们也不再矜持。到底什么样的「发疯创意」可以触动中坚青年 ——UC网盘选择了「靠脸」传播。

第一步,打造基于UC浏览器的传播玩法「蜡笔小新撞脸挑战H5」。找准家庭空间照片共享存储功能,以「上传照片测一测小新脸型相似度」与「分享结果100%中奖」的裂变玩法为核心。

第二步,预热期跨圈童年记忆《家有儿女》,具有同款小新脸的小雨和鼠标在社交平台“冒名认脸”UC网盘新朋友,以#夏东海你儿子脸型输了# 制造联名噱头引发海量“回忆杀”。

第三步,官宣期,“靠脸吃饭”的热度达人(这英、连发儿、钟美美等)下场,魔性撞脸蜡笔小新角色,引导各路达人、母婴、亲子博主参与撞脸挑战,点爆话题关注度,提升UC网盘认知度。网络讨论度高涨,网友纷纷表示“我站蜜蜂小狗一票”。

04

跨界联名周边紧扣家庭

怎么用好IP授权是难题,而往往联名周边占据半壁江山。除了传播素材外,UC网盘依靠产品工具优势推出了蜡笔小新主题界面皮肤限时体验,针对个人空间、家庭空间、不同会员等级提供不同的限定主题皮肤;其次强化网盘的存储属性,开放多款联名壁纸下载转存;此外也定制了3种合计6款小新周边,包括家庭手账(全家款、小新款)、透卡相框(暖心款、调皮款)、家庭车贴(宝宝款、安全款),每一款都以小新经典台词为依托,讲述家庭的意义。

这已经不是UC网盘第一次“出格”传播了。在2023年秋季开学季,UC网盘就以“神兽归笼,家长自由”为主题在北广深三城进行了线下大字报快闪和家长采访,说出了家长内心不好讲出口的OS。

在个人云储存行业一家独大、痛点明显的行业阶段,UC网盘以全新的面貌回归,更谦逊地解决用户需求,不求只用UC网盘,但求给用户“多一个网盘”的新选择,更期望于让UC浏览器回归“好搜 好看 好好用”的品牌目标。在这条路上,好的产品与会玩的营销结合,“又快又好用“是UC网盘的追击之路。

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